Vaping is an increasing trend in Pakistan. Value sales of e-vapour products grew at continuing double-digit rates over the review period to become the biggest category within overall smokeless tobacco, e-vapour products and heated tobacco.
E-vapour products have captured the consumer market that wants to adopt new modern trends. Due to lack of regulations, youth and teenagers are becoming the consumers of these products.
Similar to the previous year, e-vapour products in Pakistan featured a highly fragmented competitive landscape in 2021, and a notable lack of consumer loyalty. Value sales in 2021 continued to be led by Shenzhen IVPS Technology Co Ltd which also leads the larger value category of open vaping systems through its SMOK brand, ahead of its closest rivals Shenzhen Smoore Technology Co Ltd and Shenzhen Joye Technology Co Ltd with their respective brands, Vaporesso and Joyetech.
The value of the smokeless tobacco, e-vapour products and heated tobacco market is set to grow further in Pakistan over the forecast period in line with the recovering economy, widening availability of products driven by growing demand, and the perception that these products are less harmful which will see smokers of cigarettes shift to them. E-vapour products will see the strongest growth rates, with this sector still having the potential for further expansion.
Recent negative media reports on vapour products highlighting that they are harmful to health and that people aged under 18 are primary consumers could prompt the government in Pakistan to introduce more stringent laws. This is likely to have a negative effect on the strong growth trajectory of e-vapour products in Pakistan.
Many recurring consumers use e-commerce channels to place orders and try new flavours that are available. Convenience drives this channel through home delivery, especially among tech-savvy younger adults in urban areas.
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Smokeless Tobacco, E-Vapour Products and Heated Tobacco
Combined total of the four categories: Smokeless (including moist snuff and chewing tobacco), e-vapour products, heated tobacco and tobacco free oral nicotine.
See All of Our DefinitionsThis report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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